Defining Your Brand, Customer, and Positioning

Many of my clients miss this important step. In their haste to get started, they put up a website, a few posts, and the obligatory website pages; Contact, About, Blog, etc.. Worse, they start advertising on various social platforms and in the process waste a lot of money on pointless marketing.

Why are they wasting money? Because the posts, pages, and ads they put out into the world are all about them, their products or their services.

Here's why this a problem. Your customers don't care about you. They care about themselves.

This may sound harsh, but it's true. If you want your customers to engage, you need to tell a story they can enter into, one that explains how your products or services help them achieve their goals.

Stage Two

Integrate

Integrating your Brand Online

Like it sounds, the Integrate step is where you look to build a comprehensive brand for you and/or company online.

Most of my clients approach this step like a shooting a shotgun. They know need to be online so they create profiles on all of the latest social platforms and start blasting “stuff” out into the internets.

There is typically no thought of strategy or how all of these platforms can be used to build a complete and strategic brand online.

Your customers will seek you out online. What they find will leave an impression, a first impression if you will. In our always-on, digital-first world this means you can make a first impression even while you sleep. Do you know what kind of impression you're making?

Ryan has the ability to coach and bring out fresh ideas that work. Having worked with Ryan we are no longer waste our resources and we hit the center of the bullseye each time.

Ryan transformed our thinking and approach. I highly recommend him to anyone looking to grow their brand or company.

Ken Barrett

Founder, Flint Technologies Solutions

Stage Three

Create

Creating and Curating Content for your Brand

Creating content is critical to positioning yourself as the solution to your customer's problems.

If you've completed defining your customer correctly, you know their wants, goals, and the problems they face. This means you also know how your product or service can help them overcome their problems so they can achieve their goals.

Creating content around your customer's goals and the problems they face helps them understand that you “get them” and if you get them, you can also help them.

Stage Four

Engage

Engaging Your Customers

Engaging your customers prior to completing the previous steps is like the person at a meetup or business event who hands you a business card before they even tell you their name.